USAID, in collaboration with the Ministry of Youth Affairs (MoYA), has launched "Workforce Media Dissemination Programme Development" under USAID-Pakistan jobs project. Federal Minister for Youth Affairs, Shahid Hussain Bhutto told APP that the programme is focused on motivating young men and women to pursue excellence as they strive to acquire better skills to attain employment.
He said a campaign, being run under the programme, is based on research conducted earlier this year in nine districts including Multan, Sukkur, Swat, Rawalpindi, Lakki Marwat, Kasur, Sheikhupura and Buner, which were selected to pilot the project interventions in different parts of Pakistan besides federal and provincial capitals.
He said in order to reach relevant audiences, a variety of pre and post-launch communication tools will be used, including a billboard campaign, television and newspaper advertisements, posters, radio talk show appearances. Bhutto said the campaign is supported by both the government of Pakistan through Ministry of Youth Affairs, and government of United States through its Agency for International Development.
He further said the launch of jobs project would highlight inspirational messages such as "young men and women are the central players in their own destiny". The minister said that in order to bring about a positive change in the mindsets of youth, 'workforce media dissemination' has been developed to improve attitudes towards "work" and catalyse them to seek available job related services and employment. "Overall, it is a motivational campaign to inspire Pakistan's youth to be more proactive in learning new skills to improve their job prospects and work for the progress of the nation", he concluded.
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